Summary: On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
We’ve known since our first studies of how users read on the Web that they typically don’t read very much. Scanning text is an extremely common behavior for higher-literacy users;
I often see dental web pages that are loaded with text. Home pages will have four or five paragraphs extolling the philosophy of the office, endless treatment options and the educational accomplishments of the dentist and staff. I know that when I am faced with a sea of text I rarely read much. It seems I am not alone most people only read about 20% of the text on a web page.
The most important element a web page needs is to answer the question. Every user has landed on the page for a reason; they have a question that needs answering. The primary question is; where is the office and what is the phone number? This needs to be big, easy to see and above the fold on the home page.
Next avoid text and use images and graphics to tell the story and direct the user’s attention to items you want them to see. Do not write a sentence about treating children show an image of a happy child with nice teeth. Do not tell people you do cosmetics with a paragraph of text but show the photo of a happy patient with a gorgeous smile and a short testimonial beneath.
Make the next step easy and obvious.
New Patients Here
Pay Your Bill Here
About the Dentist
Your home page real estate is valuable use it well.
Some potential new patients will actually want to read all about the office treatment philosophy, the details of implant placement or the numerous post doc coursed the dentist has taken. Not many but some. For those people direct them to these pages but do not fill the home page with text.